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Location: Roanoke, VA, United States

I am a marketing researcher, gadfly, and instigator of marketing strategy who has been helping clients convert marketing research into strategic advantage since 1980. My purpose? To help my clients improve their business position and profitability through less biased and more informed marketing decisions. Better marketing through better information. I work for big business. Small business. Marketing Experts. And the scant few (bless them) who admit they really don't know that much about marketing.

Wednesday, January 16, 2008

The "Lunacy of Focus Groups" - Cavemen

The blogger showed this well-done video as as example of "the lunacy of focus groups and how they can kill good ideas"...

To me, it's a better example of the following:

  • A misapplication of the focus group methodology. Focus groups should never be used to present totally new concepts for a "go or no go" reaction. It's too much to expect people to grasp in a few minutes.
  • A very poor moderator - He did nothing to bring out the other participants, and allows "Grog" to dominate the others.
  • The presentation of the concept and the opening question were terrible. Much better would be "Let's explore the ways these might be useful in your life now". 
Take a look and tell me what you think!




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posted by Frank Conrad Martin | 8:05 AM

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